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Exploring the Effects of National Culture on Consumer-based Brand Equity

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Title: Exploring the Effects of National Culture on Consumer-based Brand Equity
Author: Li, Jing
Department: Department of Marketing and Consumer Studies
Program: Marketing and Consumer Studies
Advisor: Mark, Tanya
Abstract: With the globalization of market and trade, brands are expanding their geographic scope of business and tapping into new markets, and it is believed that the importance of understanding cultural differences increases. However, limited research has been focused on the influence of culture on brand equity. This thesis examines the effect of uncertainty avoidance, one of the cultural dimensions of Hofstede’s Cultural Dimension theory, on consumer-based brand equity as well as the role trust and knowledge play. Results show that brand equity is negatively influenced by uncertainty avoidance through the mediation of trust. But the effects of knowledge are not significant. This study provides managerial insights to marketers and multinational corporations by helping them develop different marketing strategy across the markets.
Date: 2021-10
Rights: Attribution-NonCommercial-NoDerivatives 4.0 International

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Attribution-NonCommercial-NoDerivatives 4.0 International Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivatives 4.0 International